Swedish Bike Brand Puts Ads In Cycle Lanes

M&C Saatchi attracts Stockholm cyclists with water-soluble discount

Published on Apr 22, 2013

Editor's Pick

To launch Porteur, a new bicycle brand with a distinctive design, M&C Saatchi Stockholm got the attention of local cyclists with a campaign that used the road markings in cycle lanes. The ads were painted into bike lanes with water-soluble paint, and directed cyclists to the campaign site where they could receive a 10% discount on purchase. But they had to be quick, because when the water-soluble paint disappeared, so did the discount.